Planning tips from a DJ

This post is inspired by Russell Davies and Richard Huntington.  Recently, they've both addressed the role of planners; their relationship to the creative team, and the importace of taking the lead in communications. 

Obviously, these two pros don't need the input of a fledgling planner.  What I may be able to offer is an analogy to another creative profession, DJ'ing.  What DJs do and how they do it is a good metaphor for the kind of leadership role I think Russell and Richard have been advocating. DJs have known for years that when it comes to the music, clubs, crowd and culture, we are the ones in the driver's seat,not the producers. DJs get the fame and glory. Planners can learn a lot from DJs here. While it's good to be modest, it's also important to take the bull by the horns and steer the #^$%%&* ship, or at least closer to the wheel.

There's one thing in common with all forms of electronic music: each genre has been shaped and led by one (usually it's one, but it can sometimes be a loose network) influential DJ. At the club they play at, these DJs select the right kind of music, played in a unique way to define their sound. Most of these DJ produce some of their own music, but the vast majority of music they play is other people's music (99%).  You would think that the producers and artists themselves would be more important; after all, they're the ones actually producing the music. But no: the DJs role of filtering, synthesizing a sound from all of the various influences, developing a relationship with the crowd and gradually crafting a new "sound" is characteristic of the launch of entire musical genres. The DJ is the one pushing things forward. Each individual record is part of the larger canvas. That larger canvas is defined by the DJ, not the producers. When I read Richard's description of creatives as the ones that "decorate" the ideas of planners, it really struck a chord. This is what musicians and producers have done forever. (This is not too different than what happens in an orchestra, or even in the studio with musicians and a talented producer).

One example: Larry Levan at the Paradise Garage defined the "Garage" sound, during his legendary residency at the New York club. Musicians and artists that went to the club would leave the club saying to themselves: we have to make a "Garage" record. The good DJ inspires the musicians and artists to produce music of a specific style, that sometimes did not even exist prior. All of the great DJs do this. They may not all create a brand new genre of music, but all the good ones inspire producers to make something that sounds like the "sound" defined by the DJ.

The DJs define the overall sound, the producers then direct their focus in that direction. This can also work in reverse: if a DJ comes across a record or track that may not sound like it fits in to the existing set, they can fold it into the program, enriching their sound and further developing the genre, which in turn inspires other musicians and producers to make music that sounds like that.  The piont is that the DJ is the important gate through which everything has to pass.

The DJ, then is the compass, clearing the creative path ahead for the nurturing of creative energy. It's funny, because for just about twenty years writers and musicians have been complaining about the inflated sense of importance DJs enjoy. Many of them make much more money than the musicians whose records get huge reactions in clubs. DJs are elevated in stature, though, due to their knack for seeing the big picture, something that individual musicians and producers often lack.

By playing music in an interesting and creative way, DJs earn the trust and loyalty of the crowd, developing a symbiotic relationship that makes the crowd open to new sound and grants the DJ license to try new things. Without this license, how would new genres develop? Smart, innovative DJs are always pushing the envelope, refusing to stay at the status quo, always trying new things.

While the following point should be saved for a longer post, I want to mention here that the process of crafting a sound is the result of doing two things at the same time: entertaining and educating. The best of the best magically erase the line separating the two. The hacks never figure out how to reconcile the two.There's a lot I want to say here about learning theory. It's not by chance that a lot of smart planners pay attention to learning theory. It's at the heart of the subtle art of persuasion, in my book.

So, where to find inspiration for planners in all this. Here are some suggestions (from a non-pro planner, but a pro-DJ ;)

1. Knowledge of the Crowd Superior knowledge of the audience and relevant culture gives planners a privileged role at the table. Just like the musicians and DJs, creatives are too busy doing other things to constantly refresh and maintain as thorough an understanding of the "crowd" as they need to have. Just at musicians rely on the DJs in their respective genre to guide and inspire them because DJs "know the crowd", so should planners claim this role.
2. Related to this is being able to Always See The Big Picture.  The constant flow of new music needs to be carefully filtered and narrowed down. Only certain records belong, whether they adhere to the sound that has been developed, or subtly nudges it forward. Here's a pitfall though: being too conservative or too wild is a constant threat. Every DJ screws this part up at one point or another. Likewise, planners need to be in charge of the Department of Big Pictures. This is probably even more critical today, with fragmenting media going hand in hand with the multiplication of niche cultures.
3. Be as Creative as Possible. DJs are not librarians. The best ones are very creative, balancing meticulous focus and reason with abstract, highly creative intuition. Good DJs are as creative as the best producers, and indeed many of them produce great records to prove it. The point is this: talk is cheap, it's only in the doing that a DJ proves himself. The implication for planners is that, in my opinion, the creative part of what they do should not be understated, and figuring out how that works in relation to motivating people (by teaching, inspiring or guiding) is very important.
4. DJs are most passionate about developing their own sound. Planners could learn from this: work on your own sound! Despise boring convention, refuse to do the expected thing, be unique and different. Having been a DJ for about two decades, the sad truth is that the vast, vast majority of DJs either don't have the balls or commitment to be unique. Too often they copy other DJs or stick to a safe playlist, which to my mind is the opposite of what they should be doing. Can't remember which planner said this, I read it recently, and it applies to DJs too: "Don't be right, be different". AMEN!

Russell compared planners to conductors, and as I said, that partly inspired this post. DJs are very much like conductors. One of the reasons for me being so excited about the world of planning is that now seems like a particularly great time to be in this field: tons of interesting things are going on, and being in the quarterback position is a good place to be. Figuring out how all the pieces of the puzzle can fit together (media, culture, communication) is an amazing challenge that planners can be leading, or at least be very close to. 

Time to run, but hopefully these are some things to think more about in the future, it would be great to get some input from those of you that actually had the patience to endure this extra-long post.

Comments

[Manish Sinha]

Great post...loved reading every word of it! Earlier in the week, I was ranting on something similar on my blog though in not quite an eloquent manner with the DJ analogy that you have done! cheers...

[Dino]

It's a bit wonky, but I'll keep trying to iron out the metaphor and see where it takes me.

Very glad you dropped by though, and love the weblog you've started, I've added to the list (more reading!).

[honda-radio]

Thx! :)